About I-N

Intelligent™ Beauty

Motivated by a mission.

Taking organic and natural into the next century.

Our story began with Horst Rechelbacher, influenced by his mother’s herbalist traditions. Horst began his career as a hairstylist at the age of 14. In his 20’s he continued to pursue his passion for wellness, traveling to India where he studied Ayurveda and its holistic healing methods. In 1978, Rechelbacher founded Aveda, one of the world’s first natural cosmetics companies. From then on, he was known as the “father of safe cosmetics.” Horst shared his passion for the healing power of plants with his daughter Nicole Rechelbacher and longtime partner Kiran Stordalen as they worked together building Aveda. After Aveda’s sale to Estée Lauder, Nicole and Kiran knew they wanted to continue their family’s tradition of creating luxurious, effective and environmentally responsible beauty products. In 2008, they launched the world's first USDA-certified organic hair care line, thus beginning I-N.

Leadership

Driven by passion and years of expertise.

"What's good for the earth is good for us. With advances in plant chemistry, there's simply no reason to make products any other way."

- Horst Rechelbacher

Intelligent™ Beauty

Changing the world of beauty.